Brand: We The Culture Facebook Creative X Team: Jose Luis Martinez (CD), Massaër Ndiaye (CW), Joi’ Weathers (PM), Aymi Beltramo (Producer), Christina Hadley (BA) Creative Partner: Park Pictures Director: Jason M Harper. Role: Art Director.
We The Culture is a Black creators program and social community dedicated to celebrate Black creativity and creating Black equity. As the brand’s art director, I had the pleasure in helping lead creative, and also coming up with our pulse 2 campaign concept, the “Good Glitch”. The idea pays homage to former US Representative and Civil Rights activist John Lewis famous
good trouble quote.
“Never, ever be afraid to make some noise and get in good trouble, necessary trouble.” - John Lewis
For this campaign, we conceptually reframed the “why” of our creators’ as “good glitches” to give color and also help visually communicate the purpose of why these Black creators create in the first place. A good glitch suspends the current order of things and creates space for magic to occur.
A good glitch is the spark inside those creators among us to seek to affect positive change in the metaverse (world).
For this creative, we were able to partner up Jason M. Harper from Park Pictures to execute our nuance vision and also highlight creators like Kemba, Pierre, and TaKiyah
Awards
AICP Awards - We The Culture
Sound Design, Winner
One Show - We The Culture
Moving Image Craft, Direction - Series, Merit
Cannes - We The Culture: Kemba
Film Craft, Post-Production Sound Design, Shortlist
Clio Awards - We The Culture
Film Craft, Direction, Silver
We The Culture: Kemba
Film Craft, Sound Editing, Bronze
D&AD - We The Culture
Direction, Film, Shortlist
Sound Design & Use of Music, Audio Composition, Shortlist
For this campaign, we conceptually reframed the “why” of our creators’ as “good glitches” to give color and also help visually communicate the purpose of why these Black creators create in the first place. A good glitch suspends the current order of things and creates space for magic to occur.
A good glitch is the spark inside those creators among us to seek to affect positive change in the metaverse (world).
For this creative, we were able to partner up Jason M. Harper from Park Pictures to execute our nuance vision and also highlight creators like Kemba, Pierre, and TaKiyah
Awards
AICP Awards - We The Culture
Sound Design, Winner
One Show - We The Culture
Moving Image Craft, Direction - Series, Merit
Cannes - We The Culture: Kemba
Film Craft, Post-Production Sound Design, Shortlist
Clio Awards - We The Culture
Film Craft, Direction, Silver
We The Culture: Kemba
Film Craft, Sound Editing, Bronze
D&AD - We The Culture
Direction, Film, Shortlist
Sound Design & Use of Music, Audio Composition, Shortlist